Case Study Film
My Role and Responsibilities
CCO & Creative Lead
Creative Direction
Design Direction
Production Oversight
Date: 2021 - 2022
Agency: Beautiful Destinations
Brief
Reimagine the Jumeirah brand for a younger, affluent consumer and transition their marketing from a traditional to more digital first approach, connecting with their audience on a deeper level.
Challenge
Recognizing the ‘sea of sameness’ challenge in luxury hospitality marketing, we had to change the perception of a well established legacy brand aimed at an older clientele.
Idea
The platform idea: Time Exceptionally Well Spent - We began with deep strategy and insights work, uncovering a powerful but simple truth - that for today’s affluent traveler time is their greatest luxury and at Jumeirah, you can be confident that you’ll spend the time you have exceptionally well.
Expression
Brand Strategy, Tagline, Film, Digital Focused Content, Photography, Design, Tone Of Voice.
Result
Beautiful Destinations and Jumeirah created a campaign that was undeniably successful. From the earned results, positive sentiments within social commentary and increase in social media growth and direct bookings:
Over 40 Million Views across Campaign & Social
40% Increase in Web Traffic
30% Increase in Direct Bookings
40% Increase in Social Media Growth
We developed their older brand identity from their typical more reserved branding:
To a fully integrated brand refresh delivered in a variety of targeted touchpoints.
Dramatically evolving from their previous style, we developed a truly contemporary ecosystem of content. With a master campaign hero concept and 11 sub campaigns, creating over 2500 different assets, including digital, OOH, bespoke curated photography, and social first content, targeted and organic, that combine audience segments and pillar defined resort activities and experiences, in 7 languages.
Overview
Jumeirah Hotels and resorts are one of the most iconic Luxury hospitality brands in the world. With properties like the Burj Al Arab, and exotic locations like the Maldives, Capri and Dubai in their portfolio.
BD was asked to reposition their brand, to bring to life their global resort offering and showcase the many stunning locations and facilities they have to offer, as well as the world class hospitality and services that set them apart from the rest of the luxury hotel industry.
We created the campaign ‘Time Exceptionally Well Spent’ to show that when you are experiencing a Jumeirah property, every moment matters, and every moment is catered for to the smallest detail.
The goal was to show Jumeirah in a more modern and attainable light,re-energize their aesthetic and re-introduce them as the ultimate symbol of modern luxury to a younger affluent global travel audience and transition them from a TVC first approach to marketing to a social first targeted conversation whilst retaining their premium brand status.
From a masterbrand campaign, to 11 sub campaigns focusing on various thematic specialities, to social first content and OOH & digital, we created a comprehensive global campaign that delivered on all their goals.
The Impact
The results: We created a campaign that was undeniably successful, from the earned results, positive sentiments within social commentary and increase in social media growth and direct bookings:
Over 40 Million Views across Campaign & Social
40% Increase in Web Traffic
30% Increase in Direct Bookings
20% Increase in Social Media Growth
Together, we reimagined what a global modern luxury hospitality brand can be.
Refreshing an esteemed brand and showing your time will truly be exceptionally well spent at Jumeirah hotel and resorts.
CAMPAIGN MARKETS: UK, Germany, France, Russia, USA
Campaign languages: English, French, Russian, Arabic, German
TARGET AUDIENCES: GenZ, Millennials and group travel, Family, Couples and Staycationers
